Case study. For your better understanding. let us practice how to design an effe
ID: 2746315 • Letter: C
Question
Case study. For your better understanding. let us practice how to design an effective IMC strategy with target customers for marketing communications while considering its maximum effectiveness. Read the following marketing case and consider your creative ways to figure out what types of major marketing tasks should be identified to solve the implicit communication problem(s) given the use of Hierarchy of Effects model. If it Question Like a Duct? (By 2007, pp 2-3 in the Textbook) " if you are hurt and miss work": This is the tag line for one of the most popular U.S. advertising campaigns - for AFFLIC Insurance. the tag line is accompanied by the familiar Peking duck constantly reminding people with loud "AFFLLAACKKII? Recent polls show that the AFLAC duck has become one of America's favorite icons coming in second only to the Mars M&Ms.; But, how has the duck's favorable fan status affected AFLAC's business performance? Certainly, AFLAC's marketing strategy goes beyond creating the most popular duck's since Donald! Through its thirty year history, AFLAC, like other firms, has faced important decision about how to create brand Awareness, how to build consumer knowledge of the brand, how to build sales and loyalty. Leading up to this decisions, the firm must first assess. Its current situation and its brand awareness relative to its competitors. Approximately two dozen AFLAC duck commercials ago, research revealed but most consumers work unaware of AFLAC. The vast majority of consumer would not list AFLAC when prompted to name insurance companies. Instead names like All states, State Farm, and Prudential proved more familiar. Not surprisingly, this companies to build awareness of the brand name... "AFFLLAAACCK!!" The phonic similarity to "QUACK" proved successful. Today, AFLAC has built great awareness of its name, but this hasn't necessarily translated into business success. Despite the tag line, fewer then 30 percent of consumers who recognize the name known that AFFLAC specializes in supplemental disability insurance. This accounts for over the three - fours of AFLACs nearly $14 bilion dollar annual revenue. Thus, while the initial research suggested the need for building awareness, their more recent research is addressing difficulties. In creating the right " Knowledge" of AFFLAC. What communication medium is best for building knowledge? Can knowledge be built in the same way as awareness Will knowledge lead to increased intentions to do business with AFLAC? What role does personal selling play in building knowledge? All of these are questions that should be answered. Marketing research will be directed toward answering these questions. The answers will then be used to try and erase the knowledge deficit faced by AFLAC. If the answers are half as effective as those that lead to the AFLAC duck, the company should enjoy tremendous success. Discuss why the above advertising campaign did generate less-than-expected sales for AFLAC, given that it was assumed to use the AIDA model for the design of ad campaign. Using the Hierarchy of Effects model (or Buyer-Readiness model), develop your IMC strategy in order to resolve the identified promotional problem(s) and as the result, generate large amount of sales at the purchase stage.Explanation / Answer
If this campaign used AIDA model for the designing, it used in the wrong way. It's obviously that the duck may accomplish some awareness, but this wasn't related at all with the business of AFLAC. People may remember the duck nowadays, may laugh and may have a nice moment thinking on the commercial, but that's it. The impact caused in the mind of people affected by this campaign wasn't oriented in the right direction. The campaign didn't accomplish interest, desire or action in the majority of cases. A valid action in this matter would be one I just witnessed made by an insurance company in Peru. They created a set of questions, with answers about their products specifications, and developed an app to simulate a question show. This was linked with lan pass fidelization program, one very extended in Peru, so peoples was interested in participating to earn some miles. The thing about the app was the experience, it was very well developed and you started earning more points each question (in levels), like "Who wants to be a millionaire?" show. If you faild, you could try all over again. Believe me, now I know much more about their products. Sincerely, this isn't enough. This could be complemented with a set of commercial where people has some benefit from the products, so people can link what they learnt from the game and join the dots. Finally, some promotions could help to complete the action.